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INTERACTIVE
Calcalist: Prompt The Conference AI had quickly become the worldâs hottest topic, and that was the problem. With endless conferences, experts, and âthought leaders,â the audience was oversaturated, skeptical, and hard to impress. Our key insight was that while most AI conferences talk about artificial intelligence, they rarely use it as part of their own communication. We saw an opportunity to let AI play an active role in promoting the event itself, even before it began. VIEW THE CONCEPT Laurier: Permission to Relax we launch âSurat izin menstruasiâ (Menstruation leave note), a campaign designed to normalise taking time off during heavy-flow days and to dismantle stigma around menstrual pain in Indonesia.The idea came from a quantitative and qualitative research among women within Laurierâs target range, alongside extensive social listening. which is the body is actually asking for rest, but stigma says no - and that creates pressure from within. Many women continue working through severe discomfort, often because menstrual pain is dismissed in society and âan excessive work culture makes rest look like a sign of laziness or weakness.âVIEW THE CONCEPT Safer Boating Buoy : Floating Keyring Most boating fatalities happen close to shore, where people feel safest. So we created a way for a life-saving message to reach boaties before they even hit the water.Introducing the Buoy-Boy Floating Keyring - a mini, floating version of our spokes-buoy (a buoy character that sits out in harbours) that reminds people of the three rules of safer boating every time they grab their car/boat/tractor keys - wear a lifejacket, check the forecast, take two forms of communication. VIEW THE CONCEPT North Star: BrainrotChicken Licken: Soul Food In what can only be described as the most ambitious aid initiative since Live Aid (but with better chicken), Chicken Licken has officially declared a global soul crisis. According to the Chicken Licken Soul barometer, the world is at dangerously low levels of soul. The cure? Soul Food®, the one thing the rest of the world is lacking. The #SoulFood2TheWorld campaign is South Africa's way of saying, "Askies world, you clearly need some of this." Visit soulfood2theworld.com for full details on how to become a certified Soulfluencer⢠and help solve the global soul shortage. Use #SoulFood2TheWorld to show the world what they're missing.VIEW THE CONCEPT SKF: The Patent Bay With protectionism on the rise, SKF has challenged convention with a new initiative that celebrates openness over ownership. The Patent Bay is a real, fully legal platform for sharing technologies that could reduce environmental impact, introduced through a campaign inspired by the free-sharing spirit of the early internet. VIEW THE CONCEPT Canva: All Purpose Kween Canva Pro has teamed up with GIGIL Philippines to demonstrate that itâs an all-purpose platform built to support small and medium sized business owners (SMBs). Their latest campaign features the âAll-Purpose Kweenâ Yasmin, a popular Filipino influencer known for her many talents, from singing and comedy to spoken word poetry, business, and more. VIEW THE CONCEPT Xbox Sky Sports: Missing Managers Xbox, Sky Sports and Football Manager has launched âMissing Managersâ, an integrated campaign created with McCann London, that uses the power of gaming to help close the gender gap in coaching. The campaign marks the launch of Football Manager 26 on Xbox Game Pass, the first edition of the franchise to integrate the womenâs game. While womenâs football continues to grow at record pace, less than 9% of professional football managers in the UK are women and in 2024, only 21 women held a UEFA Pro License coaching qualification. Missing Managers brings together three partners â Xbox, Football Manager and Sky Sports â to address that imbalance, transforming in-game success into tangible real-world managerial opportunities. VIEW THE 4 CONCEPTS Cigna: Magic Sounds Global relationship marketing agency MRM has partnered with Cigna Healthcare and Earvin 'Magic' Johnson to release a first-of-its-kind collaboration album called Magic Sounds, which aims to make preventive mental-health care accessible, engaging, and culturally resonant. Now streaming across major platforms, the six-track Magic Sounds album leverages clinical insights, binaural frequencies, and immersive spatial audio to promote focus, relaxation, and restorative rest. Rooted in Cigna Healthcareâs Better by Design platform, the initiative takes the science of sound into a simple, repeatable customer experience, one of MRMâs core capabilities. Tracks include focus-building beats, stress-relieving ASMR, sleep-supporting soundscapes, and beyond.VIEW THE CONCEPT Non Violence Project: Follow Their Leader Only 18.8% of hate content on Instagram is removed from the platform. Research conducted by Cybersecurity For Democracy has shown that hate content is the type of content with the highest engagement on social platforms, making it extremely lucrative to keep on the platform. Instagram, one of the worldâs largest digital companies, claims they donât have the technology to automatically identify and remove hate content.VIEW THE CONCEPT Kichen Warehouse: Bake Friday Deals For Black Friday, Kitchen Warehouse launched âBake Friday Dealsâ: Black Friday discounts that get better when you bake them. The deals are printed on sheets of baking paper with heat activated ink. When the sheet is placed in the oven, the ink disappears, revealing even better deals on kitchenware. VIEW THE CONCEPT KFC: Finger Typing Good In the age where AI-generated images, face-swaps, deepfakes, and hyper-polished visuals flood every feedâ¦â¨KFC Thailand decided to do the exact opposite.While the world fought to out-visual each other, we asked a simple question: What if we could shake social media⦠without showing anything at all? VIEW THE CONCEPT Suicide Zero : The Honest Keys The Honest Keys â the worldâs first suicide-preventive keyboardIn the United States and the United Kingdom, men account for 80% and 75% of all suicides. Sweden is no exception â 70% of all suicides are men. One major reason is that men are less likely to seek help when dealing with mental health issues.At the same time research shows that the ability to put emotions into words is one of the most effective ways to prevent mental ill-health and, ultimately, suicide. VIEW THE CONCEPT 19 Crimes: Scream To Win Booth This Halloween, 19 crimes wine turned screams into currency, giving people the chance to win instant prizes based on the quality of their shriek. It also rewarded the best scream with a role in an upcoming Australian Horror Film. The promotion launched with an ominous scream booth at Melbourneâs Southbank. VIEW THE CONCEPT Apple iPad: Your Tree On Battersea Apple has invited everyone across the UK to express their creativity on iPad in honour of âYour Tree on Batterseaâ, a new Christmas tree drawing competition. The campaign was created by TBWAMedia Arts Lab. Hosted by British comedian and personality Munya Chawawa, this marks the first time the British public are invited to design a Christmas tree on iPad and submit their creation for the opportunity to have it projected onto Battersea Power Stationâs river-facing chimneys and wash towers. The winning public entries will be projected alongside commissioned designs contributed from established artists and notable figures, such as Sir Stephen Fry and David Shrigley OBE.VIEW THE CONCEPT Yape: The Other Line Up Yape and 121 Latam turned a soccer broadcast into a powerful action to highlight the gender pay gap in womenâs football. In Peru, nearly half of female players need other jobs to make a living. During the lineup presentation, players appeared dressed in their real-life professionsânurses, teachers, office workers, chefs, and moreâmaking one of the most-watched moments of the match a statement against inequality and a show of Yapeâs commitment to supporting womenâs football through sponsorship, infrastructure, and talent development.VIEW THE CONCEPT Danish Road Safety Council: Skeleton Halloween may be fun for children, but itâs also one of the most dangerous nights of the year for pedestrians. Studies show that the number of traffic accidents involving children is significantly higher on Halloween than on an average evening. As darkness falls, small ghosts, skeletons and other monsters fill the streets â often dressed in dark costumes and focused more on collecting candy than on traffic.At the same time, drivers are not always prepared for so many children appearing suddenly on residential roads. That combination makes Halloween a high-risk night for accidents that could easily be prevented with a simple reminder: Watch out for the little monsters.VIEW THE 3 CONCEPTS Selecta Best Sellers Cookies In Cream: Coofish BACKGROUND (Filipino Insight):Every Filipinoâs been jump-scared by the same monster: the Selecta tub in the freezer. You open it, full of hope⦠then boom. Tilapia!Itâs not dessert. Itâs dinner. Generations have lived this trauma, passed down like a family curse. In a country where moms see ice cream tubs as premium Tupperware, nothing says âtrick or treatâ like a freezer full of fish. Selecta turned the most Filipino kind of horror into a comedy classic. VIEW THE CONCEPT Pantene: Pet Pit Pantene China and Grey Hong Kong tapped into one of the yearâs strangest viral trends â Gen Z turning mango pits into pets â with a clever twist. Using Panteneâs 3 Minute Miracle conditioner to give the âpetsâ silky-soft hair, the campaign turned a bizarre internet craze into a social and sales phenomenon.VIEW THE CONCEPT St John WA: Healthy Halloween Our dentists are ready to treat anyone. No matter what they've been getting their teeth into. So we created a detailed look at what our dentists look at when they are checking things out. With a little halloween twist. VIEW THE 2 CONCEPTS New York City : Merit Badges Thereâs an old Fran Lebowitz joke about how itâs so hard to live in New York that simply surviving it can give you a well-earned superiority complex. Which is why Zulu Alpha Kilo New York is celebrating the quirks and chaos of life in the five boroughs with a new initiative designed to get New Yorkers voting. The indie agency has unveiled a limited-edition collection of 25 iron-on âNew York City Merit Badgesâ, each commemorating a rite of passage unique to the city â from crying publicly on the subway to lugging a couch up five flights of stairs,.VIEW THE CONCEPT Brewlander: AI Irresponsibly For decades, beer ads have belonged to the big guys, million-dollar productions, glossy beaches and celebrity cameos that cost more than a craft brewery makes in a year. For independent brewers like Brewlander, it was never a fair fight. Until now. With the rise of text-to-video AI like Sora and Qwen 2.5, the rules have changed. Today, anyone with a keyboard can make an epic film without spending a cent. So Brewlander partnered with BLKJ Havas to do just that. To show how Brewlander is the beer that invests in the beer, the brand didnât film commercials, it printed them. Posters, billboards, magazines, all featuring detailed AI prompts that anyone could type in to instantly generate over-the-top beer ads. The kind of ads independent brewers were never supposed to afford. VIEW THE CONCEPT Geely: Spookars On Halloween night there are sounds that terrify us, some of them come from your car. In Geely, we turn that scariest sounds into wicked stories. Introducing "Spookars, Creepy sounds live in your old car".VIEW THE CONCEPT GWM: Be More Tank Launching an adventure vehicle with powerful Hi4T 4x4 capability, simple off roading modes, and exquisite tech and styling. The GWM Tank 500 Plug-in hybrid wonât just tempt you to head off road, it will inspire you to be more Tankâ¦..be more TANKâ¦.BE MORE TANK.An interactive version of the film also enable Tank owners to upload their own content into the film and see their driving inspire the young Tank. VIEW THE CONCEPT Cycology: Style In Motion New campaign by The Reactor captures the early starts, coffee stops, and inevitable âbush weesâ for Cycology.Independent creative agency The Reactor has launched a refreshingly honest new campaign for Cycology Gear, celebrating the raw, unfiltered reality of life on two wheels.VIEW THE CONCEPT Civil Defence NZ: Times Running Out When it comes to emergencies, the first step is simple, start talking about them. But most people donât because it feels too distant, too hard, or too unlikely.So, to mark the anniversary of Aucklandâs floods and Cyclone Gabrielle, we chose a date when everyoneâs already resetting their clocks. Daylight Saving Weekend. VIEW THE CONCEPT DQ Canada: Falling Treats DQ Canada typically sees a dip in treat sales once summer ends. To turn that seasonal slowdown into a moment of connection, DQ Canada and Publicis Canada created 'Falling Treats,' a playful activation that transforms one of Canadaâs most recognisable symbols into a digital experience. Itâs a simple, seasonal idea: scan any fallen maple leaf on Snapchat to unlock a sweet deal, turning a familiar fall moment into a reason to treat yourself. Using the Falling Treats Snapchat Lens, users can scan a real maple leaf to generate a unique digital coupon. The experience unlocks offers exclusively for DQ Rewards members in the DQ App:- Oct. 15â26th: Get an 85¢ Mini Blizzard Treat with a $1 minimum purchase. - Oct. 27âNov. 9th: Get a free Small Shake with a $1 minimum purchase. VIEW THE 5 CONCEPTS Uber : Lost & Found Uber has teamed up with Kylie Minogue and Lando Norris to showcase the elevated experience offered by Uber Exec â the platform's premium ride service. Created by Mother, Lost & Found transforms the city into a treasure map where lucky Londoners can discover and keep genuine celebrity memorabilia accidentally left behind in Uber Exec vehicles. By featuring authentic celebrity items that everyday Londoners can discover and own, the campaign reinforces that premium experiences shouldn't be exclusive to the famous. The campaign launched with global pop icon Kylie Minogue, who misplaced her iconic Tension Tour gloves during an Uber Exec ride. Now, Lando Norris joins the hunt, appealing to Londoners to help locate one of his racing helmets.VIEW THE CONCEPT Volkswagen: The Revving Banner Volkswagen were launching the new Tiguan R with 235kW of thundering power. We needed to bring this carâs power to life in the digital space and give users a taste of the Tiguan Râs 235kW engine. With only banner ads left in our inventory, we hacked the haptic feature in mobile devices and created âThe Revving Bannerâ. A banner ad that revved and vibrated in the palm of your hand. By transforming the simplest of media spaces into an interactive demonstration of the Tiguanâs engine, we achieved an interaction rate that was 330% higher than the benchmark, and the CTR 225% higher than the benchmark. VIEW THE CONCEPT Lays: Smile Your Way Layâs Smile Your Way transformed product packaging into an interactive experience by combining trending technology with consumer insight. By scanning the QR code on the pack, users could upload or snap selfies and use AI with face detection to generate over 100 unique smiling characters. This simple yet joyful experience encouraged repeat participation and sharing, turning every pack into a gateway of endless smiles and engagement.VIEW THE CONCEPT Jeep: Rescue Squad Off-roaders have convoys. Gamers have squads. Jeep just merged those two worlds with 'Rescue Squad,' an all-new live gaming experience, turning stuck into epic. Usually, when your car gets stuck in a game, itâs game over. But Jeep doesnât believe in game overs. Jeep believes in breakthroughs. For two weeks, 13 of Saudi Arabiaâs biggest streamers, including Peerless (Mohammed Ahmen Salem Edhah), Ryan MJRM and KLO25 (Kahlid Al Shammari) fired up nightly streams where players teamed up to show what Jeep does best: rescue, recover, and ride on. VIEW THE CONCEPT Duolingo: Ads Duolingo has launched Duolingo Ads, a mobile-first ad platform designed to engage Gen Z with playful, character-led formats. Ads, including rewarded videos and native experiences, integrate seamlessly into learning moments without disrupting lessons. Early tests showed high engagement, with 96% video completion and over 3% click-through rates. Brands like Adobe, Intrepid Travel, and Universal Pictures are among the first to pilot the platform, which aims to drive meaningful brand outcomes with Duolingoâs highly engaged, global audience of 128M+ monthly users.VIEW THE CONCEPT Aldi: ALDify ALDI Australia and digital agency Digitas Australia have launched ALDIfy, a digital hub for shoppers seeking recipe inspiration that is âbreaking the internet, without breaking thebankâ. ALDIfyâis a hub for value-conscious shoppers interested in finding trending recipes that are curated, practical, and instantly shoppable. Consumers looking for inspiration can select from a carousel of recipe cards using ALDI products, and bring these to life in-store at ALDI supermarkets and via the DoorDash app. The ALDIfy platform and âTaste The Trendsâ campaign was created through Publicis Groupeâs connected platform of companies and capabilities, including Digitas, Publicisâ Cultural Fluency Tool, and Zenith. The ALDIfy platform, built by Digitas, leverages AI technology which captures food moments and trends and transforms these into cultural insights. Publicis AI then transforms these insights into recipes using ALDIâs product range. The campaignâs media strategy and buying are led by Zenith.VIEW THE CONCEPT Westpac: House Of Credit Card FearsChange The Ref : Under 30 Special Edition â30 Under 30â lists â and similar numbered listicles â are a regular feature of the press in any industry. Be it countdowns of the top 30 promising creatives, directors or CEOs, theyâre usually a celebration of youthful achievement and emerging talent. Drawing on this concept, the gun reform organisation Change The Ref teamed up with creative agency Founders and former Rolling Stone editor Alan Light to publish a â30 Under 30 magazine that shouldn't existâ â one that profiles 30 young people who lost their lives to gun violence in America. 10,000 copies of the magazine, supported by a coalition of partners, will be published and distributed at the Forbes 30 Under 30 Summit this week, and on the steps of the US Capitol, as well as being sent to key media outlets. VIEW THE CONCEPT Jack In The Box: Revenge Of the Munchies Jack in the Box is unlocking a new world of value. This isnât just another LTO launch or low-priced deal. This is DealQuest â a choose your own adventure game inside the Jack app, where the menu comes to life, and players unlock codes to purchase the seasonal Monster Munchie Meals and classic Jack in the Box favourites they just battled. Bringing customised QSR marketing to life at a scale never before possible, DealQuest: Revenge of the Munchies is powered by AI, allowing each player to craft their own dynamic adventures and encounter a unique, gamified brand experience that generates real value in every playthrough. In the game, DealQuest players will meet Jack in a Jack in the Box restaurant where something is amiss. VIEW THE CONCEPT Lays: All Gen Enjoy Game BackgroundFor 30 years, Lay's has been a "Master of Joy." However, with the rapid rise of technology and digital communication, the brand noticed a growing disconnect among family members, particularly a "generation gap." This divide led to less face-to-face communication, created distance, and reduced shared "joy" within households. Lay's saw this as a critical problem to address, aiming to restore the connection and happiness that were slowly fading away. VIEW THE CONCEPT C6: Bank ExtraordinaryBCA: Trash Bag The Commercial Bank of the Atlantic (BCA), the leading bank in Cape Verde, has proven that it can communicate beyond numbers and reports. On International Coastal Cleanup Day, the Bank launched a piece that stood out for its visual impact: a garbage bag raised as if it were a new marine species.VIEW THE CONCEPT Changi Airport: The Week Long Layover Changi isnât just a transit hub. Itâs a vital connector between East and West that has redefined what an airport can be. But for ANZ travellers, Changi isnât the fastest route to Europe, the Middle East, or the Americas. That forces a choice: speed, or stopping at Changi. Travellers dread spending time in airports, but when they see someone like themselves enjoying it, it suddenly feels aspirational. Our opportunity was to dramatise a Changi layover and reframe it as an extraordinary experience and a destination worth choosing. In a world-first stunt, we challenged TikTok star Maddy Macrae to live inside Changi Airport for an entire week. Maddy streamed live 3 times a day, broadcasting her experience to an audience of over 1.2 million in real time. A fan was even flown over to join Maddy for one day, while PR and earned drove mass reach across major ANZ and global publications.VIEW THE CONCEPT |
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North Star of Chile presents this new interactive program 
Helping young people face their credit card fears, to fear credit no more. 
Angelica Pernau for C6 Bank